The Vex Curve™ represents a significant opportunity to drive revenue growth by aligning efforts with customer goals. It’s a simple, yet powerful concept. Small increases in your three most critical Customer Performance Indicators (CPIs) will drive sizable revenue growth —accelerating your movement up the curve.
Guide your organization to be more intentional in where and how you deliver value to your customers.
*The Vex Curve to the left represents the average numbers from our 2021 syndicate.
Like a fingerprint, your curve is unique
While all brands demonstrate strong growth potential, the levers to maximize growth are unique.
Delivering on the right mix of Customer Performance Indicators will move your brand up the curve.
Gongos’ Vex subscription data unpack your story, identifying the customer-centric levers to create business impact for your brand.
Vetted across nearly 200 brands across industries and sectors, CPIs represent a universal set of outcomes that customers desire when doing business with a brand—that is, functional, emotional, and social goals that help customers to function, thrive, and succeed as human beings.
Customer Performance Indicators (CPIs) are identified from the outside-in, rather than the inside-out measures such as Net Promoter Score (NPS) and Customer Satisfaction (CSAT) and other similar Key Performance Indicators (KPIs). For the first time, these outside-in metrics of universal human truth are directly linked to business results (KPIs) through the Value Exchange Model.
What’s more, employees find it far easier to internalize CPIs compared to business-centric KPIs, as they can better empathize with and directly influence the desired outcome for a customer—from product development to frontline support.
Easy access to the info I want/need.
Makes my life simpler.
Saves me time.
Improves my physical wellbeing.
Saves me money.
Gives me options.
Improves mental wellbeing.
Makes me feel good.
Reduces my anxiety/risk.
Provides me a sense of accomplishment.
Allows me to connect with others.
Allows me to help others.
Elevates my perceived status.
Validation of CPIs
At the onset of our desk research, we began with numerous outcomes that individuals strive to achieve in their lives. Further work distilled this list of outcomes to a set of customer goals most relevant to interactions with companies and brands. In August 2020, a survey of 1,000 people confirmed the veracity of the 14 universal goals that humans place the most value on when doing business with a given brand. Our analysis validated the statistically significant relationship between each CPI and Future Customer Value (FCV), in that as each CPI increases, so too does FCV. Furthermore, as the number of CPIs executed on for a customer increases (CPI penetration), growth in FCV accelerates.
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